Pengaruh Service Quality Terhadap Custumer Loyalty Pada Dealer Suzuki Tasikmalaya : Studi Kasus Pada PT. Cakra Putra Parahyangan
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh service quality terhadap customer loyalty pada dealer suzuki tasikmalaya (studi kasus pada PT.Cakra putra parahyangan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 100 pelanggan dealer Suzuki tasik. Analisis data yang dilakukan menggunakan metode penilaian tingkat capaian responden, uji normalitas, uji heterokedasitas, analisis regresi linier sederhana, uji t serta uji koefisien determinasi.Hasil penelitian menunjukan service quality berpengaruh positif dan signifikan terhadap customer loyalty.Hal ini ditunjukan oleh nilai koefisien regresi sebesar 0,298 dengan nilai t-hitung sebesar 7,785 dan tingkat signifikansi < 0,001. Selain itu, hasil uji koefisien determinasi menunjukkan bahwa Service Quality mampu menjelaskan Customer Loyalty sebesar 38,2% sedangkan sisanya dapat dijelaskan oleh faktor-faktor lain. Hasil penelitian diharapkan dapat memberikan wawasan mengenai pengaruh Service Quality terhadap Customer Loyalty pada perusahaan di bidang otomotif serta memberikan rekomendasi strategis bagi perusahaan dalam meningkatkan loyalitas pelanggan.
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